Pemetaan Riset Strategi Pemasaran Bank Syariah: Analisis Bibliometrik

Abstract

Islamic banking marketing strategy is a marketing activity as a necessity carried out by a bank. Islamic banks themselves are financial institutions that adhere to sharia principles. With the existence of marketing, Islamic banks are able to survive in the future. The marketing strategy of Islamic banks aims to introduce products in Islamic banks to customers in order to meet the level of customer satisfaction in transactions. With the development of marketing strategies there has been a variety of studies that have been carried out in this area. This study adopted a bibliometric analysis based on data obtained from the Scopus database. Based on the keywords used, which are related to the marketing strategy of Islamic banks in the title of the article, this study succeeded in obtaining 60 documents for further analysis. Several tools have been used such as Microsoft Excel to perform frequency analysis, VOSviewer for data visualization. This study reports the results using standard bibliometric indicators such as year of publication, document type, source type, source title, language, field of study, keyword analysis, geographic distribution, authorship, active institution, and citation analysis.